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Britannia brings'Heavens' on earth

By Subhro Prakash Ghosh | January 06, 2015

To promote Britannia's newly launched Heavens cookies under the existing brand NutriChoice, three different units were created by Fourth Dimension India, keeping in mind the heterogeneity of modern trade stores and shopper behaviour.


Britannia Industries launched Heavens cookies under the existing brand NutriChoice, which is targeted at active, urban health enthusiasts who are discerning about the food they consume. The visual identity of the brand and the packaging design across the portfolio is also being revamped to add visual delight. The objective of the change in packaging design is to make it more premium and contemporary.

According to Abhishek Sinha, Head - Customer Marketing & Sales Operations, Modern Trade, Britannia Industries, "The idea was to create a disruptive and engaging display unit for the new launch from NutriChoice brand - 'Heavens', a new age delightful healthy cookies. Launched in two exciting variants - one almond, banana and oats and second cranberries and oats, the task was to bring alive the brand proposition of the exotic ingredients and the delightful cookie through the units, at the same time create a structure which looks exquisite and attracts massive shopper attention and compels trials.”

Three different units where created by Fourth Dimension India, keeping in mind the heterogeneity of modern trade stores and shopper behaviour. "One, a shelf parasite was created to leverage relevant category adjacency or, shopping mission - in this case health category like breakfast cereals or juices. Two, a floor standing unit (L-size) to create floor disruption in super format stores and third, lit floor standing unit (XL -size) - larger than life lit unit to create clutter-breaking impact in hyper format stores,” Abhishek added. 

To promote consumer awareness about NutriChoice, shopper sampling across 125 modern trade stores is underway as a part of the larger sampling plan where 15 lakh consumers sampled NutriChoice Heavens across corporate offices, coffee shops, in-flight and cinema halls.

Further amplification through extensive ATL campaign including outdoor of 350+ sites across 13 cities, front page jacket in top national daily, TV campaign with 8000+ spots over 6 weeks in top niche, GECs and regional channels and digital campaign with Michelin Star Chef Vikas Khanna has been launched. 

The brand has placed these units in 700+ modern trade stores pan-India and the material used was carefully picked to strike a right balance between the super-premium and classy look and the overall unit cost.

"These display units will be present for two months till the end of December 2014 and the initial response of NutriChoice Heavens is hugely encouraging, both consumers and customers are appreciating the international look and feel of the pack and the one of its kind delightfully tasty and healthy cookies. Shopper picking and trials from modern trade stores are galloping and that shows through the customer bills penetration and off-take data too” shares Sinha.

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